How TIBCO accelerated funnel velocity by allowing customers to self-nurture

TIBCO’s original nurture program sent a series of emails, each containing a single content asset. None of them had a next step, leaving customers hanging until the next email delivered the next asset. It was a classic drip campaign, full of dead ends. Beyond the click, the team had zero visibility into whether customers were actually engaging with the content, or what impact that engagement had further down the funnel. As a result, the program lacked agility and lead qualification was inaccurate.

The first step to improving funnel velocity was to ditch the traditional drip and put all nurture assets into carefully curated content tracks using PathFactory’s Content Insight and Activation Platform. Now, buyers are always served the next-best asset and can self-educate at their own pace. They never see the same asset twice. Plus, by incorporating PathFactory’s Engaged Intent data into Marketo’s lead scoring, they’ve raised the bar on what ‘qualification’ really means.